Design & Digital Experience
Subtopics: Consumer Experience, Usability, User Experience

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Banner Health’s Location Pages Upgraded

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// By Wendy Margolin // Phoenix, Arizona-based Banner Health’s digital team adopted an e-commerce mindset to modernize the health system’s location pages, making it easier for patients to access the services and care settings of their choice. Find out how Banner Health followed the model of the hospitality industry to make its website location pages consumer-friendly.

The 2025 eHealthcare Leadership Awards Are Now Open

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// By Susan Dubuque // The 2025 eHealthcare Leadership Awards Call for Entries is officially open! Now in their 26th year, the eHealthcare Leadership Awards celebrate excellence in healthcare digital marketing, recognizing standout websites, apps, videos, campaigns, and digital initiatives that drive marketing and business success across the industry. The deadline for entries is June 27, 2025.

Beyond CRM 101: Aligning People, Data, and Strategy for Smarter Engagement

Wednesday | June 4, 2025 | 2 p.m. Eastern

Your Presenters:

  • Laura Lee Jones, Founder & CEO of LionShare
  • Judith Ward, Strategic Health Care Marketing Executive
  • Denise Davis, Vice President, Marketing Technology & Operations, Emory Healthcare
  • Chris Pace, Marketing Executive

Moderated by:

  • Therese Lockemy, Founder and Principal Consultant, Inner Path Digital, L.L.C

Join us as our panelists explore how you can:

  • Identify the right CRM use cases, from patient acquisition and retention to reactivation, referral growth, and engagement journey orchestration.
  • Break down silos across marketing, IT, and data teams to enable smarter engagement and measurement.
  • Ensure CRM strategy reflects marketing goals by partnering effectively with IT, bridging gaps between technical infrastructure and engagement needs.
  • Measure what matters by connecting CRM data across channels and understanding true marketing ROI.
  • Build a source of truth for data-driven decisions, including more accurate targeting and audience suppression.
  • Strengthen data governance to support segmentation, suppression, and system-wide confidence in CRM insights.

Register Now  »

UCI Health: New Hospitals, New Patients, New Website

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// By Amanda Green // It takes hard work to make something look easy. UCI Health, the clinical enterprise of the University of California, Irvine, was overdue for a website update. Learn how UCI Health refreshed its website to improve searchability, integrate clinical trials, and optimize content, and set the foundation for future enhancements.

9 Strategies for healthcare reputation management

ft image 9 Strategies for healthcare reputation management-1

A free white paper, published by Birdeye

In this guide, you’ll learn:

  • Connect with patients on the most effective channels
  • Leverage online reviews to build trust and attract new patients
  • Position your practice as a top choice with Google Seller Ratings
  • Turn insights into actionable strategies to delight patients

Download Now  »

Inside Marshfield Clinic’s Strategy for Navigating AI and Zero-Click Searches

Martha van Berkel

Artificial intelligence reshapes how audiences find information online and changes the way marketers approach search engine strategies. When Marshfield Clinic’s organic search traffic hit a low point, the digital team optimized the health system’s content using schema markup. Read on to learn how to restructure your website content to align with AI models.

Websites and Beyond: Transforming Patient Experience

ft image Websites and Beyond_ Transforming Patient Experience

Presented March 27, 2025

Panelists:

  • Ben Dillon, CEO, Geonetric
  • Roc Johnson, Director, Digital Strategy, UNC Health
  • Adrienne Woods, Vice President, Digital Engagement, Hackensack Meridian Health

Moderator:

  • Susan Dubuque, Contributing Editor, eHealthcare Strategy & Trends and Co-Chair, 2025 eHealthcare Leadership Awards

We’ll be discussing:

  • How user-friendly websites are the cornerstone of patient access, engagement, and information. For patients across the full range of digital experiences.
  • The growing role of mobile apps as part of a connected patient experience.
  • How online appointment scheduling empowers patients with seamless, self-service options.
  • Why personalized patient portals are essential for secure access to medical records, test results, and direct communication with providers.
  • Ways telehealth and virtual care expand access through video consultations and remote monitoring.
  • AI-driven chatbots and virtual assistants’ place in enhancing engagement and providing instant responses to common patient inquiries.

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How to Adapt to the Rise of AI-Driven Search

Katie Schneekloth

// By Devin Healy // Artificial intelligence reshapes how audiences find information online and changes the way marketers approach search engine strategies. When Marshfield Clinic’s organic search traffic hit a low point, the digital team optimized the health system’s content using schema markup. Read on to learn how to restructure your website content to align with AI models.

When Healthcare Privacy and Marketing Performance Collide: Overcoming a 70% Cost Per Lead Spike

Ft image When Healthcare Privacy and Marketing Performance Collide

A free white paper, published by Freshpaint

Download this eBook to learn how to stay compliant while keeping marketing effective. Discover strategies to optimize your ad spend, reduce inefficiencies, and regain visibility without compromising privacy.

What You’ll Learn:

  • Key healthcare privacy regulations and their impact on marketing
  • The value of digital advertising to reach patients and control costs
  • How platforms like Google and Facebook use data to improve performance
  • Safe ways to restore data flow while maintaining compliance
  • Real-world case studies of success

Download Now  »

OSU Wexner Transforms Mental Health Access with Innovative Digital Solutions

Allison Ward

Mental health challenges are a growing crisis impacting people of all ages in communities across the nation. The Ohio State University Wexner Medical Center uplifted its mental healthcare by revamping its website content, making it more accessible and patient-friendly. Discover how this health system’s web content guides patients to essential mental healthcare.

Providence Proves the Value of Improving Customer Experience

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// By Jane Weber Brubaker // As consumers, we know from personal experience how hard it can be to find and get care when we need it. One way Providence makes it easier is through the Providence app. Learn how the app drove $26 million in attributed revenue and an additional $22 million in operational efficiencies.

Content First: The Strategy Behind UI Health Care’s Web Redesign

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When the University of Iowa (UI) Health Care marketing team set out to redesign the organization’s public-facing primary patient acquisition website, they knew the project couldn’t just focus on aesthetics and site performance. Find out how they approached this massive marketing project and the lessons learned.

Guiding Minds: Award-Winning Content Strategies to Navigate Mental Health Services

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// By Susan Dubuque // Mental health challenges are a growing crisis impacting people of all ages in communities across the nation. The Ohio State University Wexner Medical Center uplifted its mental healthcare by revamping its website content, making it more accessible and patient-friendly. Discover how this health system’s web content guides patients to essential mental healthcare.

Content that Connects: Strategies for Reaching and Engaging Your Audiences

ft image Content that Connects_ Strategies for Reaching and Engaging Your Audiences

Presented January 30, 2025

Panelists:

  • Emilie Ansel, CEO, Private Health News
  • Julie Williams, Regional Marketing Manager, Trinity Health of New England
  • Diana Jones, CEO, Petrastella Communications Marketing Strategy & Planning for Walmart Health & Wellness

What You Will Learn:

  • How to define and prioritize target audiences for your content marketing efforts
  • Effective methods for developing audience personas
  • Balancing personalization with scalability in campaigns
  • The most engaging types of content for specific audience segments
  • When to pivot to ensure your content remains relevant in rapidly changing markets?
  • Tools and platforms for analyzing audience behavior and preferences
  • How to tailor content for different stages of the buyer’s journey
  • Trends shaping the future of targeted content marketing

Watch Now  »

St. Elizabeth Healthcare Consumer-First Culture Built on Privacy-First Foundation

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// By Jane Weber Brubaker // Gaining full visibility into customer journeys while protecting privacy empowers health systems to move forward confidently. During a January webinar, Stephanie Downing and Ray Mina shared how St. Elizabeth regained access to critical data by implementing a privacy management platform, and how that enables the organization to embrace a consumer-first culture.

Vanderbilt Health’s Analytics Journey Prioritizes Consumer Privacy

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// By Jane Weber Brubaker // The healthcare privacy landscape has been in flux since 2022, after several healthcare organizations were sued for HIPAA violations. On August 1, 2024, Vanderbilt Health went live with its new HIPAA-compliant analytics solution. Here, we trace the journey from evaluation and selection to implementation, and its exciting new capabilities.

Healthcare Marketing in the Privacy Era: Embracing the Consumer Mindset

ft image Healthcare Marketing in the Privacy Era_ Embracing the Consumer Mindset

Presented on January 15, 2025

Your Presenters:

  • Stephanie Downing, Manager of Digital Communications, St. Elizabeth Healthcare
  • Ray Mina, Vice President, Marketing & Interim Vice President, Product Freshpaint

You’ll learn:

  • Why delivering an exceptional online experience is a competitive imperative.
  • Why privacy concerns have made consumerization so difficult in healthcare.
  • How you can overcome these challenges.
  • What it means to be privacy-first.
  • How to build a durable, privacy-first foundation.
  • How this foundation will help you improve ROI and enhance patient loyalty.

And much more!

Watch Now  »

The Healthcare Experience Patients Actually Want: A Roadmap to Digital Transformation

Brian Carlson

Patients today want more. They want digital experiences that are fast, easy, and personalized. If your healthcare organization doesn’t keep up, it’s time for a serious digital makeover. Here’s how to create a roadmap that boosts patient loyalty, reduces friction, and makes your organization feel like the user-friendly apps patients like using.

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